tmab-socialmedia-daytraining-21-08-2012

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social media cursus 21-08-2012

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  • WelcomeWho am I?20 years of marketing (product and general marketing)10 years of international salesMe and social networkingMarketing strategy no longer worksMove towards face to face networkingMove towards social media
  • Audience participationIntroduce yourselfNameCompanyExposure to social mediaWhat ONE question do you want to have answered today!
  • A 50-year-old lock design was rendered useless last week when a brief post to an internet forum revealed the lock can be popped open with a cheap plastic pen.On Sunday, bike enthusiast and network security consultant Chris Brennan described opening an expensive Kryptonite bike lock using a ballpoint pen."Your brand new U-Lock is not safe," warned Brennan in a note posted to Bike Forums.Wired News tested Brennan's claims. A brand newKryptonite Evolution 2000 was opened in seconds using a Bic pen. After cutting four small slits in the end of the pen's barrel to ease it in, the lock opened with a single twist.Brennan, 25, of San Francisco, said he successfully opened two Kryptonite locks, an Evolution 2000 and an older Kryptonite Mini lock.Subsequent posts to Bike Forums and other websites report the vulnerability applies to many of the company's cylindrical-lock products, including some from Kryptonite's vaunted New York series.
  • Livecast – platform to stream video from (video podcast with content)MMO = massive multiplayer onlineMOG = Massive online gameMMORP = Massively multiplayer online role-playing game
  • Where to use what? Part 1
  • Where to use what – part 2
  • Another myth about social media
  • A few observations:The average social network user is 37 years old.LinkedIn, with its business focus, has a predictably high average user age; 44.The average Twitter user is 39 years old.The average Facebook user is 38 years old.The average MySpace user is 31 years old.Bebo has by far the youngest users, as witnessed earlier, with an average age of 28.On the social web, age is a factorAlthough we can’t say how this will change over time, at the moment the older generations are for one reason or another (tech savvy, interest, etc.) not using social networking sites to a large extent. This probably reflects general internet usage, but we suspect the difference is enhanced when it comes to the social media sphere where site usage tends to be more frequent and time-consuming than usual.It is also noteworthy that social media isn’t dominated by the youngest, often most tech-savvy generations, but rather by what has to be referred to as middle-aged people (although at the younger end of that spectrum).
  • New stats from Nielsen Online show that by the end of 2008, social networking had overtaken email in terms of worldwide reach. According to the study, 66.8% of Internet users across the globe accessed “member communities” last year, compared to 65.1% for email. The most popular online activities remain search and Web portals (with around 85% reach) and the websites of software manufacturers.The far-reaching study also explored a number of other trends within the social networking space. In 2008, users spent 63% more time on member communities than they did in the previous year. However, within member communities, Facebook saw growth of 566% in time spent on it by users worldwide. As has been reported elsewhere, Facebook’s fastest growth demographic is older users – the social network tacked on 12.4 million people between ages 35-49 in 2008 according to Nielsen.Some other key findings from the report:- Globally, Facebook reaches 29.9% of global Internet users, versus 22.4% for MySpace.- MySpace remains the most profitable social network, generating an estimated $1 billion in revenue versus $300 million for Facebook in 2008.- Facebook is the top social network in all countries except Germany, Brazil, and Japan (Nielsen still has MySpace as tops in US in the report, but as of January ’09, that had changed).- On Twitter, CNN, The New York Times, and BBC have the greatest reach among mainstream media companies as of late February.Overall, most of these trends aren’t surprising if you’ve been following the space, but nonetheless, tie some numbers to them. Most impressive is the rise of Facebook, who is outpacing the growth of the social networking space on the whole by nearly tenfold.
  • Are you surprised?Time to evaluate where to be but hold your horse...
  • Who doesn’t know about the “Will It Blend” series on YouTube? Created by George Write, the marketing director of Blendtec, the campaign was low cost and instantly became a hit. In the video, Tom Dickson the CEO of Blendtec, attempts to blend objects in their blender. This simple idea led to a “five-fold increase in sales”.Blendtec leveraged YouTube’s subscriber base and tried something fun and original. The campaign was a success and continues to entertain and sell.
  • Who doesn’t know about the “Will It Blend” series on YouTube? Created by George Write, the marketing director of Blendtec, the campaign was low cost and instantly became a hit. In the video, Tom Dickson the CEO of Blendtec, attempts to blend objects in their blender. This simple idea led to a “five-fold increase in sales”.Blendtec leveraged YouTube’s subscriber base and tried something fun and original. The campaign was a success and continues to entertain and sell.
  • Social media isn’t only about using existing websites, but sometimes creating your own. To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea.”The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. Starbucks then took it a step further and added an “Ideas in Action” blog that gives updates to users on the status of changes suggested.By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.
  • Embracing social media is a huge undertaking, and involves a large investment. Dell didn’t shy away from these obstacles, instead they’ve gone above and beyond, truly cultivating a cross-platform community. They’ve created multiple Twitter handles, a network of blogs, and are very active on Facebook.Dell is also one of the few companies to publicly state that they created a return on investment from Twitter. Apparently, Dell’s social media efforts help create “$1 million in revenue“.
  • I never expected to be writing good things about Comcast, but because of Frank Eliason things have changed. Frank is the man behind @comcastcares, a Twitter account setup to help Comcast users in need.Comcast has found a way to offer exceptional customer service to their consumers, but the thing that really makes them stand out is how well they monitor discontent. Complain about Comcast and you can bet you’ll hear from @comcastcares to see if they can help.
  • He said: “Dare2share is an exciting collaborative podcasting tool that encourages the building of professional online communities throughout the company.“It allows people to view, share and rate learning content and knowledge - quickly, easily and without the need for any lengthy training.”Identify expertsSponsored by BT learning and development, dare2share has already been rolled out to 10,000 BT people after a successful pilot - but is open to the whole global BT community.Adam said: “The content consists of podcasts - both video and audio - plus detailed supporting information and collaborative functionality.“It provides a feature-rich social learning environment - and offers enormous potential in allowing BT people to build their networks across the company and identify experts they wouldn’t otherwise find.“It will save BT time and money, too, since individuals can quickly get out messages and learning to other people in an engaging and interesting format.”The team is running a simple competition to get as many people “daring2share” as possible. Adam said: “Entering is easy - just upload your podcasts, rate your colleagues’ podcasts and start discussions around content.“We’re offering two camcorders and four webcams as prizes in various categories - you’ll find all the details online.”
  • We are seeing 2 types of behaviours of companies:Those who close down the access to social media (esp. Facebook, Twitter, Youtube, etc.)But sheep do escape... And then what.Thos who leave it open and have no rulesSetting up for disaster and discussions after the fact
  • How you could your or your company’s social profile look like?
  • Myth #1: I need to be a great writer! Wrong… you don’t need to be a great writer to be a blogger, you may need to be a great writer to be a reporter for newspapers, or interviewer for magazines but not for blogging. What you need to be good at for blogging is sharing your own ideas and being passionate about what you do and what you know. Look at me, English is my second language, it’s bloody hard for me to write in English (I’m really more comfortable with talking in English) yet I write blog posts. Let’s put it this way, Do you need to be a great writer to write an email? NO, you don’t need to be a great writer to write a blog either.Myth #2: I don’t have the technical knowledge! OK, let me share a little bit of the Internet history with you. Back in 1999 if you wanted to build an online page you had to know HTML, image editing, working with FTP servers, may be a little bit programming and more and more. But many people didn’t learn all those things so what happened? programmers started to program new softwares called Content Management System (CMS) which WordPress is one of them. With CMS you don’t need to have any technical knowledge. you write the post on your computer, login to your blog and copy it here. That’s that easy! So don’t worry and start blogging.Myth #3: It has to be perfect! Honestly it doesn’t need to be perfect, your blog should be good, if you can make it better, it’s better. But as long as you can share your ideas on it, it’s ready to be launched. Sure with a better design it looks better, but you can’t afford to wait for perfect. Having a blog is an ongoing process. You always have to update, optimize and upgrade it. But don’t forget you can start even with a default WordPress template.Below are 6 common blogging mythsBlogging is expensiveWith the availability of open source blogging platforms such as WordPress, Tumblr, and Blogger, you can start and enjoy an income-generating blog without spending a dollar for it. Even plugins and performance booster tools for blogs are free! However, if you want to upgrade your blogs, you may have to spend some cash on site upgrades to adhere major search engines’ demands in crawling and indexing.Blogging is only for computer geeksYou can be a computer geek by devoting your entire life to blogging, but you don’t need to be a computer geek to blog. I know a lot of bloggers who use only Microsoft Word and basic Web knowledge to achieve promising site rank and ROI for their blogs.Blogging is only for introvertsThis is completely wrong. Blogging can be used to create networks and connect to people outside the realms of your home. It is actually a method that can transform introverts to extroverts.Blogging is a boring jobBlogging only becomes boring if you blog about mundane topics. However, if you make use of its power to reach other countries and people outside your life and network, you can actually find blogging as a very enjoyable lifestyle.Blogging is only for degree holders and academically gifted peopleThis is a fallacy. There are popular blogs on the Web that are owned by college dropouts, jobless individuals, and has-been superstars. Blogging requires creativity and knowledge, not impressive resumes.Blogging is only for popular peopleThe truth is that there are few popular people who blog. Famous people are often too busy with their schedules to spend some time just writing a sensible post. The more beautiful truth is that blogging has brought fame to many ordinary people. In fact, many people put up blogs in the hopes of becoming a celebrity on the Web.
  • Corporations are using blogs for many different reasons, including communications, lead generation, brand building, marketing, and customer service.  The analysts at eMarketer acknowledge that the use of “faster” forms of social media communication and marketing (such as Twitter and Facebook) have caused the growth of more time-intensive blogging activities to slow down.  However, corporations still publish blogs because they deliver a few benefits that other social media tools don’t provide, such as greater control, integration, more in-depth content publishing, and more varied opportunities for creative communications and marketing.
  • http://www.wikihow.com/Start-a-Blog…bevat interessante content…heeft een aantrekkelijk titel…vertelt een verhaal…is leesbaar, kort en bondig…maakt gebruik van alledaagse voorbeelden…speelt in op nieuws en hot topics…wordt regelmatig geüpdatet…richt zich op de doelgroep…houdt vast aan één algemeen onderwerp…maakt gebruik van voorbeelden…is geen advertentie
  • http://segersbruno.wordpress.com/
  • You may not know that 80% of Slideshare's members are business decision makers. With over 20M unique visitors per month, that's a lot of business people presenting themselves.
  • http://www.wendysoucie.com/speaking/presentations-given/madison-area-business-consultants-slideshare-as-a-business-tool/Also checkout downloaded presentation in ubeon presentation library
  • How to market your company using SlideShareby ASHWAN on JULY 23, 2008ShareA few companies have used SlideShare to put up shows about their products and services or about themselves. In many cases these are beginning to show up in web search results too, and are a valuable first point of contact with customers.Considering that, we thought it would be a good idea to share this list of tips and best practices to market your company effectively using SlideShare.Create an account with your company name on SlideShare and upload your public presentations there.Accompany every press release with a presentation on SlideShare with more information and links.Marketing reports or survey results (in PDF) form can be uploaded to SlideShare too. Alternatively, a well made digest or summary of the report as a presentation would work very well on SlideShare.Like anywhere else, good content is important. A crisp, well made presentation that stands on it’s own will easily garner views and also encourage users to share the show on their own blogs or sites.Put up any presentations made at conferences on SlideShare. If you put them up prior to the speaking slot you can include the link in the conference deck. This will encourage your audience to look it up and possibly forward it around to their friends.SlideShare supports clickable URLS, so put a call-to-action or a URL at the end of your deckAdd an email address also since that’s clickable too. Just be sure to keep your links in the center of the slide since SlideShare uses the left and right edges for navigation within the show.Use an informative title for your slide show. Not only is this useful for being found on SlideShare, it’s also indexed by search engines.SlideShare allows you to “tag” shows with keywords relevant to the content, be sure to use the right keywords as this is an effective way of your presentation being found by someone browsing the sitePay attention to comments left on your slide shows as some of your customers are going to leave their thoughts, feedback or queries thereCreate a detailed profile of yourself or your company, many viewers of your shows are going to look at your slide space and leave messages or send private messages from there.You can embed presentations on the company blog or company website either individually, or using the SlideShare widgetCreate an “event” on SlideShare for the conference you are attending or organising. Encourage others at the conference to post their presentations to the event on SlideShareCreate a group on SlideShare for your company or technology or product. The group can then become a meeting point for your company and/or its customers.Lastly, if necessary, SlideShare offers useful privacy features so that you can share a slide show only to certain contacts or through a secret URL which you mail to people.
  • http://blog.slideshare.net/2011/01/14/frost-sullivan-use-slideshare-to-promote-analyst-expertise/
  • Challenge • Create an active online community for IT professionals in the SMB space • Engage target audience in select geographies • Quickly build a critical mass of members Solution• Establish LinkedIn Group, ‘SMB IT Connection‘ • Drive membership through targeted display advertising and LinkedIn Partner Messages• Engage members with thought-leadership discussions and surround the group with educational, interactive content Why LinkedIn? • Large, active IT and SMB audiences • Targeted reach, both in geography and company size • Ability to create a tailored campaign combining online community, display advertising, targeted content, email, and pollingResults • Achieved 18% open rate on membership invitations• Built 1,400-member community from the ground up • Gained audience insights from discussions and polls • Won IAB MIXX award honoring best B2B campaign
  • http://google.about.com/od/moreaboutgoogleaps/p/youtubeprofile.htm
  • http://www.entrepreneur.com/article/219524http://www.searchengineguide.com/mack-collier/five-ways-your-small-business-can-use-on.phphttp://technorati.com/business/article/42-ways-to-use-video-to/
  • http://ezinearticles.com/?Use-Printed-Photo-Books-to-Market-Your-Business&id=5079964http://ezinearticles.com/?Use-Printed-Photo-Books-to-Market-Your-Business&id=5079964
  • How do I market my business on Flickr?First, let me emphasize that it’s against the Terms of Use to “exploit for any commercial purposes” the Flickr/Yahoo service. Posting a photo specifically for the purposes of advertising your company, your products/services, etc., would be against the TOS and would turn off the Flickr community.That said, by being a smart and active contributor to the Flickr community, your business (web site) can get indirect marketing exposure via Flickr. Here’s how:1.) Use your web site address as your Flickr screen name. Your screen name will be attached to every photo you upload, every message you post in a Group discussion — everything you do on Flickr. Let your screen name advertise your web site URL. The photo below, for example, is a picture I took at the SEW Live event in Seattle in May. The two circles in the upper right show where “SmallBusinessSEM.com” appears. And with each photo you upload, you can add “tags” (or keywords) that describe the photo, and a description of the image — these are both opportunities to mention your business name and web site address. (I didn’t use the tags or description to mention SBS in this example.)Click the thumbnail for a larger version(link will open in a new browser window)2.) Use your Flickr profile to advertise your company, products, services, etc. In your profile, Flickr asks you to describe yourself and lets you give your web site name and address. Use this to describe who you are and what your business does, but keep the sales pitch to a minimum. Make it informational instead. You can also upload a “Buddy Icon” in the profile system. Make your company logo your Flickr icon.Here’s what the Small Business SEM Flickr profile looks like. (link will open a new browser window)3.) Upload quality photos of your products/services, and things related to your business. A general contractor, for example, would upload photos of homes or commercial buildings you’ve built. A winery would upload photos of grape harvest, the winemaking process, and even your tasting room and close-ups of your wine bottles. A caterer would upload photos of events you’ve worked — your staff, the food, the overall presentation, etc. A woodworker would upload photos of items you’ve made, your workshop, etc.4.) Write appropriate text for each photo, but avoid the hard sell. As mentioned above, you can give a name and write a description for each photo you upload. You should describe the photo accurately — i.e., “This is a bottle of our newest release, 2005 Chardonnay….” — but avoid any hard sell copy. Remember to keep the focus on the photography, not the sales pitch. You can also add “tags” to describe each photo, and you should include things like your company name and web site address in the tags. If you rely on local traffic, the tags should include the city names where you do business (but don’t overdo it).5.) Find and join appropriate groups and share your photos in those groups. There are groups on Flickr for just about anything you can imagine. Run a pet store? There are plenty of pet-related groups. Run an antique car shop? There are several groups about classic cars. Make homemade candles? Several groups for you. Are you getting the picture? (pun intended!) Oh, and be sure to find and join any groups related to your location — search on your city name, nearby city names, and your state. When appropriate, posting photos and joining discussions in those groups will allow you to reach a local audience.6.) Link prominently from your web site to your Flickr photostream. There are two reasons for this: First, because people visiting your web site are likely to be interested in your photos, too. Who doesn’t appreciate good pictures? Plus, some of your visitors are probably already Flickr users, and they might welcome to the chance to add you to their “contact list.” (Return the favor if they do!) The second reason is that search engine crawlers should follow a prominent link from your web site to your Flickr photos, and when that happens, you have more potential matches for search engine users. (Yes, Flickr photo pages are crawled by Google, Yahoo, MSN, and Ask.com, too.)7.) Take part in the Flickr community. By this, I mean the following:Comment on other photos you like, whether they’re related to your business or not.Add great photos to your “Favorites” list.Take part in discussions in your groups (but avoid the hard-sell tactics).Remember that every time you do one of these things, your screen name will show — with your comment, with your discussion posts, etc. And if your screen name is your URL, that’s free advertising.Free Bonus Hint: Be smart and creative about this. If you find a photo from another user in your area of interest, and that photo is getting a lot of views and comments, add your own comment to get your screen name in front of a lot of eyeballs. (Just make sure it’s a legitimate comment on the photo, and as always, don’t comment to promote your business.)How NOT to market your business on Flickr…Don’t spam.There’s no need to stuff linked keywords into your photo descriptions, into the comments you leave on other’s photos, etc.There’s no need to plaster your URL all over the photos you upload.There’s no need to post advertising messages in discussion groups.etc.If you try these, all you’ll do is turn-off the Flickr community … when the whole point is turn them on.ConclusionThese ideas are, admittedly, probably not helpful if you run an insurance agency, if you’re an accountant, or if you’re in a service industry like those. But if there are any visual elements to your company, or the products and services you offer, Flickr offers a new avenue for spreading the word about who you are and what you do.When used properly, Flickr can be an effective tool for marketing your small business. The key is to be an active and responsible member, and avoid using hard-sell tactics in your photos, comments, discussions, etc. Most important: Respect the Flickr system and community.One more thing…Again, this may not apply to everyone reading, but be sure to search Flickr for photos (from other users) related to your business and products. You may find that your customers have already been uploading photos — hopefully ones that paint you in a positive light. But they might also be posting photos of the crap packing job you did when shipping them your Green Widget, or of the dirty bathroom in your restaurant. In addition to marketing, Flickr can sometimes be a good avenue for monitoring what some customers are saying about you.Read more: http://www.smallbusinesssem.com/articles/marketing-on-flickr/#ixzz1LIHefn2a
  • digitalenterprise.org/cases/flickr.html
  • Challenge • Create an active online community for IT professionals in the SMB space • Engage target audience in select geographies • Quickly build a critical mass of members Solution• Establish LinkedIn Group, ‘SMB IT Connection‘ • Drive membership through targeted display advertising and LinkedIn Partner Messages• Engage members with thought-leadership discussions and surround the group with educational, interactive content Why LinkedIn? • Large, active IT and SMB audiences • Targeted reach, both in geography and company size • Ability to create a tailored campaign combining online community, display advertising, targeted content, email, and pollingResults • Achieved 18% open rate on membership invitations• Built 1,400-member community from the ground up • Gained audience insights from discussions and polls • Won IAB MIXX award honoring best B2B campaign
  • Here are reasons that I’ve came up.1. Connecting with customersThis is the  main reason why you should use twitter for your business. You will be able to connect with your customers because they themselves are using twitter. Twitter has become a daily routine where people log onto it every single day, some log onto twitter the first thing they wake up even before brushing their teeth. If you have an unsatisfied customer you will hear them on twitter. This will help your company to help them. On the coming days I’ll be going deeper about how you can “spy” on tweets using free tools like twitter search.2. BrandingYou don’t have to be a big brand like Dell, Nike, Starbucks to brand yourself on twitter. You can be an average joe and brand yourself on twitter. For me if your company is not recognize then you need to get a PERSONAL account. Why? Firstly nobody want to talk to a LOGO unless its a famous brand. Everyone wants to connect with a person and not a bot.3. Customers feedbackOnce you have connected with your customers you will for sure be getting feedback on how you can improve your product, your services and maybe even improve your customers service. Listening to them will help you in the future.4. MarketingOne of the reasons to use twitter is you get to market your product or services to more people and the best part about that is its FREE. You don’t have to pay (Unless if you plan to hire someone to run your twitter account).5. NewsYou can also give latest updates on twitter about your company by tweeting. Here is one done by JetBlue Airways on their twitter account @jetblue6. Give away coupon codes and promotionsYou can also tweet about new deals and coupons codes to help give your company the extra boost. What everyone love include me is getting a good deal. Weather its a promotional lunch set, if its cheap. I want it. Here is  a tweet on Dell is doing it.For me you don’t have to be like dell in order to do this. You can have a normal business as well. If you have a restaurant and you have build loyal or new followers in your place you can send out tweet like “Having a special set lunch this weekend.” or something like that. They can tweet you for more information regarding that. I am going to teach you how you can get local twitterers.7. Twitter is ViralIf you’ve have succeeded gaining some popularity with your twitter account you will know how viral twitter can be. This will be part of your marketing strategies that you can use in the future. Dell have succeeded in making their tweets viral with their promotion tweets.8. Spying on competitionDid you know you can spy on competition too? Best part about this and spying on customers is that its FREE using twitter search. You can not only read what customers are talking about you but you can also read what customers are talking about your competition. If your competition is not doing anything with their customers complaints. Then what happens if you (the savior) suddenly tweet them “hey I heard you have a problem with…..” Just an example.9. Increase SalesTwitter can help you increase sales and make PROFIT. Dell is one of the company that have increase their sales on twitter. How much sales? Imagine $6.5 million in sales as reported at mashable10. Brand loyaltyAt the end of the day, once you have engaged, helped your customers (your followers) on twitter. They will be loyal to your brand for a long time. This will be talked more in the future post.
  • tmab-socialmedia-daytraining-21-08-2012

    1. 1. Social Media activities • Awareness Building • Inventory Services • Policy Creation • Training • MonitoringMic Adam • Market research
    2. 2. Customers
    3. 3. Publications & Blogs
    4. 4. A quick intro – a video
    5. 5. • Who are you?• Company?• Social Media experience?• What is the burning question(s) you need answered?
    6. 6. Agenda• Overview• Strategy• Social Media Policy• Monitoring, measurement and ROI• 8 must have social media accounts• Platforms to watch• Conclusion
    7. 7. One message before social media Beth Kanter -2010
    8. 8. Recall of flawed U-shaped locks could cost firms tens ofmillions of dollars, experts say.
    9. 9. What is social media?Vanguard Leadership March,2010 (c)
    10. 10. One message after social media Beth Kanter -2010
    11. 11. Source:COM.COM
    12. 12. The CMO‟s Guide to social Media Source:COM.COM
    13. 13. External Objectives Social Media Strategy in 2012
    14. 14. Internal Objectives Social Media Strategy in 2012• Get Management buy-in• Define organizational model for social media• Develop internal education• Create good ROI measurements
    15. 15. Social Media and Networking is of all ages! LinkedIn Classmates Ecademy Twitter FacebookVanguard Leadership March,2010 (c)
    16. 16. Turning big numbers into business
    17. 17. Face the factsWhere are you really?
    18. 18. I am sure you have heard some horror stories... Tell me about themVanguard Leadership March,2010 (c)
    19. 19. • Damage your brand• Loose your job• Never get hired• Ruin your life• How to get robbed• In the news
    20. 20. Damage your brand
    21. 21. Work related blunders"Cisco just offered me a job! Now Ihave to weigh the utility of a fattypaycheck against the dailycommute to San Jose and hatingthe work.”
    22. 22. Never get hired (again)!
    23. 23. Ruining your life
    24. 24. Getting robbed
    25. 25. • Demonstrate your product• Ideabox• Generate €/$• Customer Service• Crisis Communication• E-Learning
    26. 26. Demonstrate your productsLesson: Social media marketing doesn‟t always need to costa lot of money. Creating funny, original video and leveragingan already large user base can be used to increase sales.
    27. 27. Online IdeaboxLesson: Thinking of ways to build your company aregreat, but directly asking your consumers what they want,is better. Acting on that information and doing it publicly iskey to the success of this campaign.
    28. 28. Direct selling The@DellOutlet Twitter account, which links users to refurbished products from Dell‟s outlet, drew in a whopping $6.5 million in revenue last year by direct links on Twitter alone (and a little help from its 1.6 million followers).Lesson: Social media isn‟t all about ROI, but it is possible.Creating cross-platform strategies can lead to the mostsuccess, especially when your demographic is alreadyInternet and technologically savvy.
    29. 29. Customer ServiceLesson: Being active on Twitter/Facebook is great buttracking and seeing who‟s mentioning you, is the nextstep. Social media allows for the possibility of greatcustomer service, and with it, better brand loyalty.
    30. 30. Crisis Communication
    31. 31. E-learning from peersThe YouTube-style, podcast application won World of Learning‟s “e-LearningSolution of the Year” award in November 2008 for significantly improving workplaceproductivity and performance through an electronic learning and skills developmentplatform. World of Learning is an exhibition sponsored by Learning magazine, atrade publication targeted at business training buyers that publishes advice, productinformation, news and opinions on the learning industry.
    32. 32. How do you get startedwithout loosing yourreputation?
    33. 33. Social Media in the business world Internal vs external
    34. 34. What is an Enterprise Social Network• Enterprise Social Networks are a communication tool for organizations• You post messages and respond to your colleagues‟ messages• You see messages from the people, groups, and tags that you follow• Enterprise Social Networks networks are private. A valid company email address is required to join. For example, members of the YourCorp network need an @yourcorp.com email address
    35. 35. Why an Enterprise Social Network• Making the intranet „social‟• Better internal collaboration• Breaking down silo‟s• Faster responses• Less e-mail• Motivating employees• Convince Management to join
    36. 36. How to get started Source : Yammer
    37. 37. The key to success is a team effort Source : Yammer
    38. 38. Process to implement Social mediaAwareness Building/ Social Media Inventory Training MonitoringChallenger Policy Goals, Teams Project: Objectives, Ambassadors define – strategy roll-out
    39. 39. Awareness Building 1.What 2.Who 3.Benefits 4.Dangers Presentation/ WorkshopGoal: Inform ALL employees about thewho, what, benefits and dangers
    40. 40. And now for a bit of strategy
    41. 41. How Social Media is thought to plug into a business My Marketing could use some of that social media!
    42. 42. How Social Media actually plugs into a business Customer Acquisition Online Reputation Management Community Management Advertising Crisis Management P.R. Lead Generation Business Development Recruiting Market Research Education Internal collaboration Advocacy MarketingCorporate Communications Sales Customer Support Consumer Insights Thought Leadership Business MeasurementEvent Management Customer Retention Mobility Search/SEO Fund-Raising
    43. 43. What person do you need?• Social Media Manager • Community Manager • Strategy for all • Manage community departments • Brand/topic focussed • Platform choices • Online content manager • Monitoring • Web content• Conversation Manager • Web and social • Hands-on person integration • Training
    44. 44. The ultimate time questionHow much time does it take? The reality is: it depends..• 10 minutes/day? • It is like a networking event, but continiously• 20 minutes/day? • Content is (still) king• 1 hour/day? • How many account do you• 20 hours/week? manage• More? • How much reading & reacting are you doing? • How much information are you sharing? • Are you all the content? • Are you using ambassadors?
    45. 45. Source: Chief Marketer – 2011 Social Marketing survey
    46. 46. What companies are doing?
    47. 47. Source: Chief Marketer – 2011 Social Marketing survey
    48. 48. Source: Chief Marketer – 2011 Social Marketing survey
    49. 49. 10 Best Practices1. Define your goals2. Know who you are and create consisten picture3. Be where your customer is4. Join the conversation & add value5. Tell you customers where you are
    50. 50. Tell you customers where you are Website & Email & Offline
    51. 51. 10 best practices6. Be relevant7. Be engaging8. Be active9. Respond in a timely manner10.Give credit where it is due
    52. 52. How does this work in practice? Beth Kanter -2010
    53. 53. Potential platforms to be used Beth Kanter -2010
    54. 54. Making an inventory – Part 1
    55. 55. Making an inventory – Part 2Where are people talking about you?
    56. 56. Tools to make an inventory
    57. 57. Using SoME Monitoring tools for inventory purposes
    58. 58. Social Media Policy/Guidelines 35 areas of interest
    59. 59. Social Media in your company...Social networks are being Social networks are open blocked Guidelines/policies & Monitoring are needed!
    60. 60. Topics• Policy or Guidelines?• Why do you need a policy?• Who makes the policy?• Perspectives of the policy?• How do you make a policy?• What needs to be in the policy?• How do you implement a policy?
    61. 61. Guidelines or Policy• Policy is official and enforceable • Control legal burden • Cover HR items • Identify risk• Guideline is a suggestion and not enforceable • Communication piece • Motivate and inspire users (ambassadors) • Create positive frame of mind
    62. 62. Why do you need a social media policy? • Brand damage • Productivity loss • Security issues • Identity issues • Conflict handling • And many more...
    63. 63. Who makes the policy?  Marketing  HR  IT  Legal  Mngt Team  Employees  Unions
    64. 64. Different perspectives• Employee Code of Conduct for Online • Corporate Blogging Policy Communications • Corporate Blog Use Policy• Employee Code of Conduct for • Corporate Blog Post Approval Process Company Representation in Online Communications • Corporate Blog Commenting Policy• Employee Blogging Disclosure Policy • Corporate Facebook Brand Page Usage Policy• Employee Facebook Usage Policy • Corporate Facebook Public• Employee Personal Blog Policy Comment/Messaging Policy• Employee Personal Social Network • Corporate Twitter Account Policy Policy • Corporate YouTube Policy• Employee Personal Twitter Policy • Corporate YouTube Public Comment Policy• Employee LinkedIn Policy • Company Password Policy Vanguard Leadership – Januari 2011
    65. 65. How to create a social media policy? • Social media policy creation software • http://socialmedia.policytool.net/ • http://socialpolicygenerator.com • Social media policy examples • http://socialmediagovernance.c om/policies.php • Write one your own
    66. 66. What can be included in the policy?
    67. 67. What does such a policy look like?PhilosophyTerms of serviceYour IdentityOwnershipDisclaimersHardware and SoftwareHandling conflicts
    68. 68. What does such a policy look like?Philosophy • 40% just press “I accept”!Terms of service • 15% read first line – 5 secondsYour Identity • 37% read briefly – 30 secondsOwnership • 8% read carefully – 5 minutesDisclaimersHardware and SoftwareHandling conflicts
    69. 69. What does such a policy look like?PhilosophyTerms of serviceYour IdentityOwnershipDisclaimersHardware and SoftwareHandling conflicts
    70. 70. What does such a policy look like?PhilosophyTerms of serviceYour IdentityOwnershipDisclaimersHardware and SoftwareHandling conflicts
    71. 71. What does such a policy look like?PhilosophyTerms of serviceYour IdentityOwnershipDisclaimersHardware and SoftwareHandling conflicts
    72. 72. What does such a policy look like?PhilosophyTerms of serviceYour IdentityOwnershipDisclaimersHardware and SoftwareHandling conflicts
    73. 73. What does such a policy look like?PhilosophyTerms of serviceYour IdentityOwnershipDisclaimersHardware and SoftwareHandling conflicts
    74. 74. There is more...
    75. 75. How to distribute your Social Media Policy?
    76. 76. Training • Social Media • LinkedIn • Facebook • Twitter • Blogging • Customized
    77. 77. Social Media Training
    78. 78. Social Media Monitoring
    79. 79. In the real world...
    80. 80. What should you be listening for?• Complaints• Compliments• Questions• Leads and Inquiries• Opportunity Conversation
    81. 81. Types of social media monitoring1. Own accounts2. Business and brand monitoring3. Market monitoring4. Personal monitoringType of services1. Free2. Freemium3. Payable
    82. 82. Social Media Monitoring Tools
    83. 83. Social media tools you must use
    84. 84. Measurement and ROI
    85. 85. How do you measure success?
    86. 86. Social Media Measurements Source: Olivier Blanchard
    87. 87. 8 Must-have Social Media platforms for your Business You!
    88. 88. To Avatar or not to AvatarHere are a few guidelines for creating an Avatar you can be proud of for yearsto come:• Use photos you wouldn‟t mind showing a client, prospective boss or superior• Use language you would use with clients and superiors (no swearing!)• Ask for clarification before taking offence-it is easy to misread something online• If you disagree, disagree respectfully• Don‟t “push” your products, services, or agenda• Find ways to compliment others (i.e. knowledge, ideas, writing, products, services)• Contribute to others (knowledge, ideas, support, resources, etc)• Recommend others on LinkedIn• Give others exposure by following them on Twitter• Give others exposure by retweeting, Friday Follow (Twitter), links, etc.)
    89. 89. Social Media Platform #1 BloggingA blog (a blend of the term web log)[1] is a type of website or part ofa website. Blogs are usually maintained by an individual with regularentries of commentary, descriptions of events, or other material suchas graphics or video. Entries are commonly displayed in reverse-chronological order
    90. 90. • Not a writer• No technical knowledge• It must be perfect• Too many people blog• No comments• Quantity over Quality• Expensive• Only for inroverts, academics and popular people• Boring
    91. 91. Why use for your business B2B & B2C?• Increase online presence an improve SEO (B2B)• Communications• Demonstrate experience and credibility (B2B)• Share information & become a resource• Talk with clients and prospects• Find hot topics• Influence influencers• Generate leads!
    92. 92. Blogging result!
    93. 93. Blogging tipsHave a good designProduce useful and unique contentBe brief - Watch the length of the postTalk about 1 topicUse good titlesTell storiesDo not overthinkMake text easily scannableSelect one blog platform and stick with it.Include links (do not forget to credit)Include multi media (and do not foget to credit)Be yourself, authentic and honestWrite be helpful, whining does not helpBuild a relationship with your audience
    94. 94. How to get started for your business?Preparation How to get started?• Choose your theme • Create an account• Define your purpose • Choose a template• Define your target • Create your 1st post audience • Add tags• Choose a platform• Plan time to write• Think ahead• Promote your Blog
    95. 95. A Real example!
    96. 96. Let‟s get practical with blogging1. Login into Wordpress2. Create a new blog3. Create a New Post
    97. 97. Social Media Platform #2 Document SharingTools to Ressource for• Network • Resource of information• Contribute • Following content• Participate • Thought leadership
    98. 98. Why use for your business?• Among top 300 websites• 30 million viewers/month view 80 million pages• Drive traffic• Create awareness• Support and promote thought leadership• Create dialog with peers• Find new clients
    99. 99. How to get started• Create an account• Select free or payable• Upload all your (public) presentation• Add your email address to every presentation• Use tags• Link to other social media accounts
    100. 100. Type of accounts
    101. 101. More B2B Benefits & Use• Tell stories• Share presentations with clients• Webinar via ZIPcast• Demonstrate expertise• Create thought leadership• Improve SEO
    102. 102. ExampleFrost & Sullivan
    103. 103. Example
    104. 104. Let‟s get practical with Slideshare1. Look for a presentation 1. By your company 2. By your competition 3. In your industry (topic)2. Login to Slideshare3. Upload Powerpoint to account
    105. 105. Social Media Platform #3 Video
    106. 106. Why use for your business?• Engage people • Demonstrate your product• Viral effect • Customer testimonials• Faces, Voices and • Introduce staff Personality • Evangelize• Authenticity • Show location (culture)• Affordable • Fun place to work • Events • Training
    107. 107. How to get started (2)?• Do your homework (check out peers)• Decide on a topic• Get the gear (video camera, micro, software, ect.• Be natural – authentic• Get an account and a “channel”• Upload your videos• Link to your other social media accounts
    108. 108. B2B Benefits and Usage• Training (employees and clients)• Thought Leadership• Get personal with employees and clients• Crisis communication• Product/event/company promotion and presentation
    109. 109. Examples
    110. 110. Work for the Government? FOD Social Security
    111. 111. Let‟s get pratical with Youtube1. Go to YouTube2. Search for a video3. Login to YouTube4. Upload Video
    112. 112. Social Media Platform #4 Photo
    113. 113. Why use for your business?• Show your product portfolio• Show (happy) customers• Share information• Offer promotions• Drive traffic to your website
    114. 114. How to get started?• Get a good quality camera• Create an account (see next slide)• Upload and advertize your company, products, people, events• Add descriptions and text• Create photo albums• Use tags• Find groups to share
    115. 115. Type of accountPro Free• Unlimited photo uploads (20MB per • 300 MB monthly photo upload limit photo) (15MB per photo)• Unlimited video uploads (90 seconds • 2 video uploads each month (90 max, 500MB per video) seconds max, 150MB per video)• The ability to show HD Video • Photostream views limited to• Unlimited storage the 200 most recent images• Unlimited bandwidth • Post any of your photos in up to 10• Archiving of high-resolution original group pools images • Only smaller (resized)• The ability to replace a photo images accessible (though the originals are saved in case you• Post any of your photos or videos in up upgrade later) to 60 group pools• Ad-free browsing and sharing• View count and referrer statistics
    116. 116. B2B Benefits and use• Introduce company members• Products/services/company presentation• Office pictures (recruitment)• Charts, Awards,• Event Pictures• Client testimonials
    117. 117. Example
    118. 118. Let‟s get practical with Flickr1. Login to Flickr2. Upload 3 pictures3. Create an Album4. Create a slideshow
    119. 119. Let‟s revisit the Blog• Add Link to blog• Add picture to blog• Add Video to blog
    120. 120. Social Media Platform #5 Business Networking
    121. 121. Why use it for your business? Personal Groups Companies  Community building  Present company  Networking  Conversations  Present products  Profiling  Sharing content  Status update for  Lead Generation  Branding followers  Becoming an  Building  See staff changes Expert relationships  Employer  Job search  Create influence branding4. How does it work?
    122. 122. How to get started?Groups Company1. Create a Group 1. Create company profile2. Setting up group 2. Enter company details3. Inviting people 3. Add products & Services4. Regular postings 4. Create landing page for products & services5. Promoting group and posts 5. Inform employees to follow6. Moderate and Manage profile Note: follow your clients - peers
    123. 123. B2B Benefits & Use• Build and expand network• Find new hires (recruitment)• Create communities• Find resources (freelance and other)• Promote events• Create polls
    124. 124. Examples
    125. 125. Examples
    126. 126. Example
    127. 127. Let‟s get practical with your Personal LI profile1. Have a good picture2. Create a professional and good headline3. Chnage your vanity URL4. Complete education and experience5. Include website with full name description6. Integrate Twitter Feed7. Add applications such as Slideshare, Wordpress, etc.8. Add events, polls, etc; to your profile9. Have recommendations10. Create good summary and specialities
    128. 128. Other business Uses
    129. 129. Answers
    130. 130. Events
    131. 131. Let‟s get practical with LinkedIn1. Personal • 10 steps to a professional profile • Add events/polls to your profile2. Groups • Find group • Post Blog as new discussion3. Company • Create company profile • Add Service of product
    132. 132. Social Media Platform #6 Personal Networking
    133. 133. Why use for your business?• 800 million users (4.6M in Belgium)• B2B, B2C and B2B2C• Reach out to fans• Host discussions on topics of interest• Provide offers• Hosts contests and events• Monetize
    134. 134. How to use for your business?• Create a personal account• Create a group• Create a page• Add events• Regular posts• Monitor and moderate
    135. 135. B2B Benefits and use• Promote products & services in your target audience• Promote your brand• Listen to and interact with your customer• Create & promote events• Create communities• Recruitment
    136. 136. Example: Sales and Service4. How does it work?
    137. 137. Example: Educational4. How does it work?
    138. 138. Example: Customer Service
    139. 139. Let‟s get practical with Facebook• Setting you privacy settings• Create a Page• Post pictures, Video and Blog• Create a Group
    140. 140. Social Media Platform #7 Microblogging
    141. 141. Twitter Speak – Part 1• Twitter Handle – User name• To Follow - See updates from others• Followers – Other people seeing your updates• Follow Back – To follow a followers• Lists – People you follow• Twitter Stream – List of a person‟s updates• Tweetup – face-to-face meeting setup thru Twitter• Twunch – Twitter Lunch (See VincentVQ)
    142. 142. Twitter Speak – Part 2• Tweet – Twitter post• Direct Message – SMS-like• Promoted Tweet – Paid tweet• Retweet – Forward a tweet• Mentions - @twittername• Hashtag – Tagging system to aggregate content around one topic• Trending topic – Popular topic• Follow Friday (#FF) – recommended people
    143. 143. The Perfect Tweet1. Have good content2. Uses a Hashtag3. Has a link to more content4. Optionally
    144. 144. Why use for your business?• Connect with clients • Give-aways, coupons, etc.• Branding • Viral• Customer feedback • Following the competition• Marketing • Increase sales• News • Brand loyalty• Influence people • Get ideas• Drive traffic to website • Customer support
    145. 145. How to get started?1. Create an account2. Complete profile3. Send out your first tweet4. Follow people (influencers, lists, clients)5. Create you perfect tweet6. Promote your Twitter handle7. Offer content
    146. 146. B2B benefits & use• Influence your influencers• Create traffic to your website & blogs• Promote products, services, people and events• Extend and use your network• Customer service
    147. 147. Example
    148. 148. $6M example
    149. 149. Yet another example
    150. 150. Let‟s get practical on Twitter• Create an account• Find people to follow• Send your first Tweet• Find Tweets by Topic
    151. 151. Social Media Platform #8Location based Software
    152. 152. Why use for your business?• Put your business on the map• Drive traffic to your location• “Checkin” offer indirect promotion• Get recommendations• Offer promotions• Find other people in the area
    153. 153. How to get started?1. Create an account2. Claim your location3. Create a special4. Promote your specials
    154. 154. Examples
    155. 155. B2B Benefits & UseLimited use at this present moment but still...• Create awareness for your com• Event visibility• Tradeshows• Meetings
    156. 156. Managing all you accounts
    157. 157. Social Media Aggregators
    158. 158. Let‟s get practical with Tweetdeck• Download Tweetdeck• Add accounts • LinkedIn • Facebook • Twitter
    159. 159. Some final platforms to keep your eyes on
    160. 160. Wikipedia• Research tool #1 • Gives Information • Links to other pages• Popular among students a journalists• “Official” truth about you / your organization• Houses company and other content topics• Anyone can contribute (anonymously)• Alerts in case of problems with articles
    161. 161. • Storify is building the future publishing and curate the social web• Storify aims to help journalists, marketers and others to collect and filter all the details they find on social media and write a story• If you are a business, you can use it to compile what people are syaing about you and your products• Pick out the most important and relevant stories and amplify them• Makes it simple to share information
    162. 162. How to use it
    163. 163. • Efficient way to organize information• Access your bookmarks from any device• Share bookmarks with friends and contacts• Learn about new websites• Build a network with other people
    164. 164. Getting started with Delicious1. Register2. Import your bookmarks from your browser3. Get a browser button4. Start Tagging websites
    165. 165. • Is a social network where users: • Have a profile • Have a newstream • Have friends (in Circles) • Are interesting in the same topic (Sparks) • Interact via video (Hangouts) • Follow people with being followed back
    166. 166. Why is Google+ Important• Will become the core for Google services• Facebook targets audiences – Google+ needs and content• Brand and Company pages are now live!• Biggest hurdle: Number of people on G+
    167. 167. Before I forget...Social Media is.... Vanguard Leadership (c) - May 2010 202
    168. 168. What if acted offline like online...
    169. 169. Connect with me!be.linkedin.com/in/micadam https://twitter.com/micadam micvadam +32 478 50 41 35 http://bit.ly/cPdiom http://micvadam.wordpress.com 204 Vanguard Leadership (c) - May 2010
    170. 170. Links to videosSocial Media is fad : http://www.youtube.com/watch?v=fpMZbT1tx2oBlendec video: http://www.youtube.com/watch?v=qg1ckCkm8YIWill you be my friend: http://www.youtube.com/watch?v=aDycZH0CA4ISocial media policy (Victoria) : http://www.youtube.com/watch?v=8iQLkt5CG8IDiesel Cam: http://www.youtube.com/watch?v=_P-zA90yI64Domno Pizza: http://www.youtube.com/watch?v=1D9PikBzNNo

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